Course features

The skills you need to stand out.

10 on-demand lessons covering core modules

Q & A sessions with Mark Ritson

Access to Marketing Week & Harvard Business Review case studies

Our modules

Complete the Mini MBA in Marketing in 10 game-changing modules.Led by Professor Mark Ritson, Mini MBA in Marketing guides you through the core MBA marketing content in just 10 on-demand modules. Starting off with market orientation, you’ll learn the most effective and imaginative tactics and techniques for developing successful marketing strategy.

Module 1
Market Orientation
customer focus / business culture / predictive marketing
Module length: 45 mins
Readings: 4
Study time: 2 hrs

Module 2
Market Research
research design / qualitative methods / quantitative methods / backwards market research
Module length: 40 mins
Readings: 4
Study time: 2 hrs

Module 3
Segmentation
market mapping /demographics / firmographics / behavioural
Module length: 47 mins
Readings: 4
Study time: 2 hrs

Module 4
Targeting
strategic decisions / mass marketing / target segment portraits / targeting criteria
Module length: 41 mins
Readings: 4
Study time: 2 hrs

Module 5
Positioning
brand position / articulation / disruptive execution / perceptual maps
Module length: 53 mins
Readings: 6
Study time: 2 hrs

Module 6
Objectives
Purchase funnel / The right objectives / Strategic decision making
Module length: 44 mins
Readings: 4
Study time: 2hrs

Module 7
Product
product creation /product assessment / NPS scores
Module length: 53 mins
Readings: 4
Study time: 2 hrs

Module 8
Price
Price settings / Using quantitative models to set a price / Discounting and price wars
Module length: 42 mins
Readings: 4
Study time: 2 hrs

Module 9
Integrated Marketing Communications
The S curve / Profitability matrix / Price setting / Elasticity
Module length: 45 mins
Readings: 4
Study time: 2 hrs

Module 10
Distribution
Omnichannel / Direct vs indirect channel models / D2C sector
Module length: 50 mins
Readings: 5
Study time: 2 hrs

Marketing

Download the calendar

Check out the detailed schedule of the upcoming instalments.

Your Professor

Mark Ritson, a leading figure in the world of marketing

With a BSc and PhD in marketing, Mark has spent the past 25 years teaching his unique method to MBA students at some of the world’s top business schools, including award-winning courses at London Business School, MIT and Melbourne Business School.

Not only has he taught on these prestigious programmes but his teaching has been widely acclaimed with Mark winning the teaching prize at each of these institutions.

He has worked globally as a private marketing consultant for clients such as Subaru, De Beers, Ericsson, Sephora, News Corp, Hennessy and Baxter